O valor das mídias do conhecimento para o marketing: entrega, desenvolvimento e transmissão
DOI:
https://doi.org/10.22478/ufpb.2236-417X.2024v14n1.69342Resumo
É inegável a importância que o conhecimento tem nos dias atuais. Tanto é assim, que, contemporaneamente, nos reconhecemos vivendo na sociedade do conhecimento. Esta é caracterizada tanto pelo acesso à informações e conhecimentos, quanto pela ampla possibilidade de relacionamento intermediado por distintos tipos de tecnologias e mídias. O presente artigo é uma revisão de escopo da literatura que aborda a importância que as mídias do conhecimento têm para as organizações, especialmente no que concerne aos processos de marketing. Os principais resultados apontam que as mídias do conhecimento geram valor para as empresas e os processos de marketing ao realizar a entrega, possibilitar o desenvolvimento de novos conhecimentos e transmitir os resultados das inovações.
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